DUGi

Determinants of social media’s use in consumer behaviour: an international comparison

http://dugi.udg.edu/item/http:@@@@hdl.handle.net@@2072@@292713

This research focuses on the impact of social media (SM) on their users’ behaviourvis-a-vis their decision to purchase goods and services online as well as theirattitudes towards these media. The theoretical framework was grounded in the literatureof consumers’ behaviour and their interaction with the digital media with a specialfocus on individual socio-demographics (age and gender). The literature overviewallowed the construction of the research hypotheses taking into account the personaltraits and the social media usage in terms of consumer activities. The empirical testingof the hypotheses was performed with quantitative methods of analysis appliedto a dataset of SM users from six different countries (Poland, China, Spain, Germany,Turkey and US). Findings have shown that SM preferences and their frequency of usehave different impacts on consumer behaviour both depending on individual characteristics.Some implications for business managers and marketeers are discussed

Poznań University of Economics